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Oregon blueberries enjoy local and worldwide appeal
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7/7/2010
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Article Content Berries will be featured locally and internationally
The cool wet spring might have slowed the ripening of Oregon blueberries this year, but the appeal of the tasty fruit is picking up steam locally and internationally. The transition to warmer weather is also heating up the harvest of what could be a record setting crop of blueberries, allowing the industry to keep up with growing demand. Fresh berries are still a hit in Japan, but have great potential in the fast-growing economy of India, and possibly South Korea- a market not yet open to fresh blueberries from the U.S.
"Blueberries remain the popular superfood in Asia," says Amanda Welker, international trade manager with the Oregon Department of Agriculture. "The health benefits are notorious and the flavor profile fits the Asian palate well. While blueberries have been popular in eastern Asia for quite some time, Indian consumers are just learning about the fruit and its health benefits. This is a very small niche market right now, but has room for exponential growth as the Indian market matures. The benefit for Oregon is the timing of our season. We can offer a fresh fruit in the middle of India's hot and muggy summers when there is a lack of local fresh fruits in the market place."
Welker and others with ODA's Agricultural Development and Marketing Division have tirelessly promoted Oregon blueberries and other commodities over the years in the key export markets of the Pacific Rim. The message of high quality appears to be getting through.
"Blueberries are usually part of the product mix Oregon offers in most Asian promotions," says Welker. "Whether it's a group of international buyers visiting Oregon or an international trade show, blueberries are always on the list of requested items. We have also promoted blueberries in retail promotions, trade shows and trade missions across Asia, including such markets as Japan, Hong Kong, Taiwan, and China."
While those markets have been export mainstays for Oregon agriculture, India and its enormous population remains intriguing for blueberry growers as well as many other agricultural producers.
"India is a very new market for blueberries," says Welker. "We led a trade mission to India last November and hosted a group of buyers last fall. Blueberries are a product that buyers think have great potential in the Indian market. We will lead another trade mission to Delhi and Bangalore this winter and will host a group of buyers next month. Blueberries are on their wish list."
The other Asian market that could greatly boost the fortunes of Oregon blueberry growers is South Korea. Both Korea and mainland China restrict imports of fresh blueberries, although processed berries are allowed. Korea is on the verge of opening its doors to fresh berries.
"Negotiations for fresh blueberry exports to Korea have been in the works for several years," says Welker. "If that market would open along with a free trade agreement, it would be a huge boon for Oregon's blueberry industry."
ODA will host a group of Korean buyers next month. The group's leader indicates they are excited to visit a blueberry farm while in Oregon. In addition, fresh Oregon blueberries will be major feature of an in-store promotion for Hong Kong's largest retail food chain. Meanwhile, Japan has accelerated its demand for the fruit.
For the U.S., total fresh cultivated blueberry exports in 2009 reached 14,391 metric tons with a value of $64 million. Specific data for Oregon blueberries is not available, but export markets remain a key point of sale.
Per capita consumption has increased in recent years not only in North America, but in Europe and Asia largely because of the blueberry health message- especially helpful in dealing with such issues as child obesity and the baby boom generation rapidly moving into retirement years. In the 1990s, a Tufts University study showed blueberries to have higher antioxidant activity than all other fruits and vegetables. Antioxidants neutralize the effects of free radicals- those unstable compound molecules that can attack human cells and damage DNA. Additional studies and reports in the last decade continue to reinforce the berry's health value.
"Health benefits are the overriding reason for our market success," says St. Paul grower Doug Krahmer, member of the Oregon Blueberry Commission and State Board of Agriculture. "But health benefits alone won't sell fruit. Taste, convenience, and quality must be high for us to continue selling our fruit at a profitable price."
Prices have strengthened this year compared to 2009. The demand is high, but so should the supply.
"Barring unforeseen circumstances, we should easily break the 50 million pound mark for production, which would be a new record for Oregon blueberries," says Bryan Ostlund, administrator of the Oregon Blueberry Commission. "Fortunately, I think we have the markets to support that production."
At one time, Oregon blueberries were grown predominately for the food processing industry. Now, roughly half of the berries are grown for the fresh market. From now until as late as the fall, fresh local blueberries will be found at farmers' markets, roadside stands, u-pick fields, and grocery stores. The bulk of the harvest will go through mid-August, but Oregon now benefits from late maturing varieties that extend the fresh season. Some of the fruit could be available in October.
"What we need right now is the warm weather," says Ostlund. "One of the components of sweet, tasty blueberries is warm sunny days. Now that we are getting it, the timing couldn't be better."
The production value of Oregon blueberries in 2007 reached nearly $65 million. Last year, with flat prices, that value was down to $37 million, making it the state's 19th ranked agricultural commodity. This year, it should bounce back up. With strong local, domestic, and export markets available- and perhaps some new international customers on the way- blueberries should continue to be one of Oregon ag's better stories.
For more information, contact Bryan Ostlund at (503) 364-2944.
Story of the Week pdf version
http://oregon.gov/ODA/docs/pdf/news/100707blueberries.pdf
Audio Story of the Week
http://oregon.gov/ODA/news/100707blueberries_audio.shtml
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